In the race to win a stake in the Internet advertising pie, Media
Partners International has spun-off a new online media services arm,
e-Media Partners International (eMPI).
Joining forces with Web publishers and advertising agencies alike, eMPI
aims to provide turn-key ad management and delivery via a centralised
database, bolstering its backend systems with independent AdForce
technology.
According to e-MPI managing director, Winnie To, the shop will "take out
the guesswork normally associated with traditional media, by
capitalising on the interactivity of the Internet".
"We have to work with the advertising agencies to materialise the
creative concept into solid sales on the Web."
Earmarking e-MPI's reach in the SAR and China, Ms To told MEDIA that
Internet ads currently represented a meagre 0.5 per cent of all ads
rolled-out in both markets.
"Even a jump from 0.5 per cent to one per cent would be doubling the
market's growth potential," she said.
Having lined-up sites such as Sohu.com, 163.com and business-to-business
site Alibaba.com, e-MPI is brandishing similar "one-stop solution"
relationships with more than 40 Websites in China and Hong Kong.
"We bring ads to portals, non-portal and vertical portal sites with our
traffic tracking systems, rich media production, Web promotion and
development and customer support and site maintenance," said Ms To.
